Since starting with two students in 1970, the BBSA at the University of Michigan has been a center for academic and professional excellence. With over 70 members, the BBSA continues to serve the needs of Ross Students in professional, academic and community development. With a legacy of hundreds of alumni members, we strive to improve awareness of diversity in business at Ross and throughout the business community.“Dr. E” was a tireless advocate for change in business and education. He inspired every student who sat in his office, and this conference serves as a tribute to his legacy and a reminder of the opportunity we have to make an impact at Ross, in our careers, and in the world. We are pleased that you can join our BBSA family for the weekend. Our keynote speakers, panelists, and alumni hold the voice to have our conference theme resonate with our attendees.

Friday's keynote speaker is Steve Stoute (@stevestoute). A powerful innovator in brand marketing, he has made a career out of identifying and activating a new generation of consumers to help Fortune 500 companies thrive in the world of popular culture. Steve is the founder and CEO of the industry-leading brand development and marketing firm Translation (@pulseofculture) whose client roster includes iconic brands such as McDonald’s Corporation, State Farm, Target, Estee Lauder, Anheuser-Busch (Budweiser), Wm. Wrigley Jr. Company, Microsoft, Coca-Cola and Lady Gaga.

Much of Translation’s work is based on Steve’s philosophy about the changing landscape of American culture and how people are all moving towards a shared cultural complexion. Building on this idea, Steve authored his acclaimed 2011 book, The Tanning of America: How Hip-Hop Created a Culture that Rewrote the Rules of the New Economy, in which he teaches corporate America how to understand and reach today’s young adult market—what he describes as “The Tan Generation”—and stay true to their core brands without seeming inauthentic.